Marketing in Online Businesses:The Case of Migrant Entrepreneurial Businesses in the UK

The study presents an empirical investigation of the marketing activities undertaken by online businesses owned by migrant entrepreneurs and is framed by the theoretical lens of entrepreneurial marketing. Key informant interviews are undertaken with 22 entrepreneurs operating online businesses in the UK and augmented by other sources of data. The study finds that the resources available to the entrepreneurs are shaped by their migrant heritage and that they draw on these resources to market their online businesses. The study also finds that, consistent with notions from entrepreneurial marketing, the online nature of their businesses allow the entrepreneurs to meet their own needs and preferences, which are also shaped by their migrant heritage. The study is important since it provides empirical evidence and a theoretically grounded understanding of how online businesses offer migrant entrepreneurs the opportunity to break out of the low growth, low margin, vacancy chain openings and enter high growth, high margin, post-industrial sectors